THE MODERATING EFFECT OF EWOM ON ONLINE PURCHASE: A PERSPECTIVE FROM THE VIEWPOINT OF PAKISTAN CUSTOMER

The current study aims to examine the moderating effect of E- Word of Mouth on the relationship between trust, service quality and information quality and consumer intention to purchase online. The past literature identified antecedents; trust, service quality and information quality are important in predicting of intention to purchase online and current study using moderating effect of E- Word of Mouth between postulated exogenous and endogenous variables. The quantitative research approach were applied with simple random sampling and data were collected from the students of different universities of Islamabad, Pakistan. The results were consistent with previous findings, service quality, and trust and information system influenced on the intention to purchase online and E- Word of Mouth moderating between them. The Study findings potential for policymakers and strategist in the decision making process of online customer.